Cluster Analysis 2 (Marketing Research Module 5, Video 4)

In this module we'll be covering cluster analysis and factor analysis as they can be used to aid business decision making. I go over each approach with specific examples and give you a chance to try yourself as well.
This is part of the course content or 45-830 Marketing Research taught by Professor Jeff Galak at the Tepper School of Business, Carnegie Mellon University.
FOR ADDITIONAL SPSS VIDEOS WITH DIFFERENT DATA SEE THIS PLAYLIST: https://www.youtube.com/playlist?listPLmXNcJ-VjBYo9QnJP1BoMwfU_dfPmGoi1
DATA FILES USED IN THESE VIDEOS:
AutoOnline.sav: https://drive.google.com/file/d/1iGCQ8FNfQ_jgH6ijB6UbjmUxuuq8db2o/view?uspsharing
satisfaction.sav: https://drive.google.com/file/d/1JmbMpd7vYyXHgNoC6VOldIyfUfRYqjwU/view?uspsharing
drugsales.sav: https://drive.google.com/file/d/1LgDbZ83OrKD6pD5uIVP75W9mCHaB8rvS/view?uspsharing
mm_oj.sav: https://drive.google.com/file/d/12z4x5U7me5U-ZOZJgeVeT9L662xsqyGn/view?uspsharing
studying.sav: https://drive.google.com/file/d/1m9EYhBSmS3JSRVMFj9RhVYthWIKtkTIP/view?uspsharing
walmart.sav: https://drive.google.com/file/d/18xYlZQ-UFKvI998uau7bFZtC_8lSxyQZ/view?uspsharing
If you are watching this as part of the course, please make sure to complete all related assignments posted in our LMS system. If you are watching this outside of the context of the course, I suggest checking out the entire playlist for this course including the very first video there explaining why this is being made available to the public, for free.
Playlist of all Marketing Research content: https://www.youtube.com/playlist?listPLmXNcJ-VjBYpwk2UylXglwY1Vq6aYFz3B
Finally, this YouTube channel hosts a series of videos for Data Demystified, which is my attempt to teach how to think about statistics and all things data in an intuitive way. If you're interested, check out the Data Intuition playlist for that content.
Data Intuition Playlist: https://www.youtube.com/playlist?listPLmXNcJ-VjBYrySRGXmkJMHpw6O4E--XxC
Finally, I also have a series of instructional videos on how to use SPSS for data analysis. If you are interested in that, have a look at the associated playlist.
SPSS Instructional Videos Playlist: https://www.youtube.com/playlist?listPLmXNcJ-VjBYo9QnJP1BoMwfU_dfPmGoi1